An Interview With The Owner Of Sanctuary Bail Bonds Phoenix

by | Oct 17, 2019 | Legal Services

• Kindly give our readers an introduction to your business. Please include what your business is all about, in which city you are located and if you have offices in multiple locations/ cities.

We are Sanctuary Bail Bonds and we are proud to say that we have just moved to our new expanded location only block from the 4th Ave Jail in Downtown Phoenix. Sanctuary Bail Bonds is the Arizona leader in offering true 24/7 professional bail bond assistance 365 days a year.

• Kindly give us a brief description about yourself (it should include your brief educational or entrepreneurial background and list some of your major achievements).

Sanctuary Bail Bonds was formed with the belief that if you treat your clients with respect and focus on customer service, you can be successful even in an industry with such a poor reputation. Tom Cerino and Randy Feldman have a history in the restaurant and bar industry so they took their knowledge of working with customers and implemented it into this field.

• What inspired you to (start a new business venture) or (to make significant changes in an existing business)? How did the idea for your business come about?
One of the original partners was already working for another bail bond company and saw how poorly people were being treated and the black eye the Bail Bond Industry receives because of this poor service and thought that if a company was formed that really focused on providing amazing and constant service, it could change people’s opinion of this industry. In 2010 Sanctuary Bail Bonds was created and for the past 9 years their business model has sky-rocketed them to quickly becoming the leader in the Bail Bond Industry for Arizona.

• What three pieces of advice would you give to budding entrepreneurs?

Know your market, Stay True to your business model and surround yourself with a team that represents your values and ethics.

• What would you say are the top three skills needed to be a successful entrepreneur?

Commitment, Diversity and Communication Skills.

• How many hours do you work a day on average?

We are a TRUE 24/7 company so we have live agents able to assist in any bond needs or answer questions 24 hours a day/ 7 days a week.

• To what do you most attribute your success?

Our Business System in place and the team that help to execute these systems.

• How do you go about marketing your business? What has been your most successful form of marketing?

Our business is a “In Time Of Need” business so branding is important but it is difficult. Most people won’t think of a bail bond company until they need one. In a time where most people use their cell phones, tablets and computers to do research and immediately look for the best reviewed or first listed company on a search engine, it is important to have those placements in front of a potential client. Search Engine placements and 5 Star Reviews draws the most business for us.

• Where did your organizations funding/capital come from and how did you go about getting it? How did you obtain investors for your venture?

All funding came from the original partners and we have never needed outside assistance. We also are proud to say that we have absolutely no debt and haven’t since our launch.

• What is the best way to achieve long-term success?

Stay true to your business model and constantly continue expanding your reach. You have to stay on top of reviews and constantly work with the clients and their families.

• Where you see yourself and your business in 5 – 10 years?

While a majority of our competition has seen hardships, we have continued to grow each year since our creation in 2010. As long as the state continues to allow our service to the public, we see no reason why we would slow down.

• Excluding yours, what company or business do you admire the most?

Unfortunately I don’t know of any other bond company in Arizona that operates like Sanctuary Bail Bonds.

• How important have good employees been to your success?

Outside of the systems that you put in place to operate the business, nothing is more important than the team that represents your product. We have an amazing staff of 9 agents. All licensed and all trained to represent Sanctuary Bail Bonds with the utmost respect to our clients.

• How long do you stick with an idea before giving up?

Until we are proven that this idea is wrong, we don’t give up. We might make adjustments but to give up is not an option.

• What motivates you?
Financial success is a factor but to be able to provide service in a time of need and to give piece of mind to a family or friend when they are in fear is a great motivator.

• What are your ideals?

We believe that truth, no matter how hard it is to hear at times, is better than making a dollar. We will turn away bonds if we feel that the end result will mean having to put someone back in jail or that the family member willing to help will lose their money in the end. Some clients say anything to get bonded out but after years of being in this business, it is more important to be honest to a potential client then to just write bonds.

• How do you generate new ideas?

Research of what other bail bond companies in other states are doing, Internet searches and branding stories.

• How do you define success?

Are we providing a service that is reputable? Are my employees happy and able to pay their bills? Did we do what we can to help in a time of need and has our business ended the day better than we started? That is what we look for when we speak of success at Sanctuary Bail Bonds.

• How do you build a successful customer base?

Honesty. Provide the service we promised and communicate throughout the whole process and not just when they come in to post the bond. We have a majority of our client base through referrals which says a lot.

• What is your favorite aspect of being an entrepreneur?

Seeing something that you created on your own sweat and time and watching it grow into a pillar in the industry.

• What has been your most satisfying moment in business?

There are many and none have a financial story. They all have to do with helping a family in need and seeing that our efforts put these clients on a different path in life.

• What do you feel is the major difference between entrepreneurs and those who work for someone else?

Commitment. When you are the owner/operator all successes and all failures start and stop with you. As an employee, you are never as committed as you can be.

• What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?
Respect. We trust our agents to make hard decisions and in return expect that same respect to trickle down to our clients.

• In one word, characterize your life as an entrepreneur.


• If you had the chance to start your career over again, what would you do differently?

Outside of some basic changes, I don’t think we would do anything differently.

• How has being an entrepreneur affected your family life?

At times the hours can be difficult but this decision has allowed us to have a fruitful life and help ones in need.

• What is your greatest fear, and how do you manage fear?

Our greatest fear is that the government decides to get rid of the cash bond systems and that the public really doesn’t get to hear the truth regarding the importance of cash bonds. We deal with this fear each day but we have to move forward and provide the best service possible to those in need today.

• How did you decide on the location for your business?

We are fortunate to move only a couple blocks from the 4th Ave Jail creating immediate posting times which gives our clients just another reason to use Sanctuary Bail Bonds.

• Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?

Every business requires a different game plan so I can only speak for ours. We have proved that our original game plan was correct and we stay true to it.

• Who has been your greatest inspiration?

Tom Cerino. Co Owner of Sanctuary Bail Bonds. He has the most respectful work ethics and dedication. Sanctuary would not be here today without his leadership.

• What are some of the biggest mistakes you’ve made?

At times you want to believe that a person will do the right thing so you can take some risks when writing a bond. Very few of them have been proved wrong but still at times you are disappointed.

• How can you prevent mistakes or do damage control?

Make sure your staff is educated and that your systems are being followed. Mistakes happen but how we learn and correct them in the future is the key.

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